MEDIA RELEASE
New all-weather destination in Greater Bay Area brings together Mattel, Hasbro, Peanuts, WildBrain, and Crayola through immersive attractions, themed retail, dining and the world’s first Mattel Play! Hotel – a Mattel-themed hotel featuring Barbie™, Thomas & Friends™ and Hot Wheels™.
Zhongshan, Greater Bay Area, China — 27 June 2026 — After three years of preparation, Magic World officially made its grand debut on Ma'an Island in Zhongshan, Cuiheng New District, within the Greater Bay Area. The project is created by Max-Matching Entertainments in strategic collaboration with Shenye Wansheng. Max-Matching collaborates with 4 leading global IP partners including Mattel, Hasbro, Peanuts Worldwide, WildBrain, and Crayola, brings together over a dozen of the world’s most beloved brands in one immersive, all-weather micro-vacation destination.
Spanning around 20,000 sqm, Magic World marks a major milestone for family entertainment in the Greater Bay Area. Magic World houses 3 family entertainment centres (FECs), Mattel Play! Hotel with 91 themed rooms, and 3 standalone themed dining and retail stores. The fully indoor, temperature-controlled destination is designed to deliver immersive brand experiences, interactive attractions, themed retail, dining, and hotel stays under one roof.
Magic World serves as the core component of the commercial complex Bayfront Upperhills. With a total area of approximately 100,000 square meters, Bayfront Upperhills represents the first external replication of Shum Yip's UpperHills Shenzhen product line, positioning itself as a cultural, commercial, tourism and leisure destination that integrates business, culture, travel and recreation. In addition to the Magic World complex, Bayfront Upperhills also brings together a diverse range of specialty offerings, including international dining, cultural and creative products, and boutique homestays, all aimed at creating a uniquely distinctive coastal urban resort in the Greater Bay Area.
A New Landmark for Immersive Family Entertainment
Magic World combines 3 major themed attractions, exclusive retail and dining concepts, and a world-first themed Mattel Play! Hotel experience. Each element has been designed to bring globally recognised characters and stories to life through interactive, family-friendly experiences.
Mattel Play!
Mattel Play! invites guests to explore immersive experiences inspired by Mattel’s globally loved brands. Guests can take photos and explore limitless possibilities at a stylish life-sized Barbie™ Dreamhouse, join Thomas & Friends™ on an imaginative adventure exploring featuring landmarks of the Greater Bay Area, accept the challenges and experience the speed and excitement of Hot Wheels™ through interactive activities, and allow little ones to learn, move and explore in a colourful and playful Fisher-Price™ zone designed for babies, toddlers and preschoolers.
Mattel Play! is designed to inspire creativity, play, and discovery, bringing together Mattel’s iconic portfolio in a vibrant, family-focused environment and deliver every guest with fun and surprises.
Dreamland Powered by Hasbro
At Dreamland Powered by Hasbro, guests can step into the worlds of some of Hasbro’s most iconic brands. Standing proudly in the atrium is the world's largest interactive Optimus Prime mech — a breathtaking 1:1 scale replica towering at 8.5 metres, greeting every guest with its awe-inspiring presence. In addition, the FEC offers a rich variety of innovative experiences and interactive activities inspired by fan-favourite brands including TRANSFORMERS, PEPPA PIG, MY LITTLE PONY, POWER RANGERS, and HUNGRY HUNGRY HIPPOS.
Designed for families and fans of all ages, Dreamland Powered by Hasbro represents the latest evolution of Hasbro’s family attraction experiences, extending beloved stories from toys and screens into real-world entertainment.
Snoopy & Friends
The world’s first Peanuts FEC, Snoopy & Friends offers a world-exclusive adventure that brings Snoopy and friends into an imaginative space-themed setting. With the inspiration of the profound philosophical essence of the Peanuts comic strip and Snoopy's unstoppable imagination, Snoopy & Friends combines entertainment with educational discovery with the goal of edutainment. The FEC not only brings into life the iconic scenarios such as the kite-eating tree, Snoopy’s doghouse, and the school, but also invites guests to explore unique storytelling and interactive moments, inspired by the popular Apple TV series “Snoopy in Space.” Furthermore, the FEC also offers exclusive themed treats, including one-of-a-kind planet ice-cream, offering a delightful surprise for both the eyes and the palate, and making every moment truly immersive and enjoyable.
Mattel Play! Hotel
Magic World is also home to the world’s first Mattel Play! Hotel, offering guests the opportunity to extend their visit through a fully immersive themed stay.
The hotel features 91 intricately themed rooms inspired by Barbie™, Thomas & Friends™, and Hot Wheels™, creating memorable experiences for families and fans beyond the attraction floor. From playful design details to brand-inspired environments, the hotel brings dreams to life for guests of all ages.
Mattel Play! Hotel features a Barbie™ restaurant and dedicated themed retail zones for each of the three brands, delivering a one-stop immersive shopping and leisure experience for guests.
Themed Retail and Dining Experiences
In addition to its attractions and hotel, Magic World features a large matrix of themed bespoken merchandise and a curated mix of themed retail and food and beverage concepts. Besides the themed zones in the attractions and hotel, there are 3 standalone themed stores:
Barbie™ Sweets Store — offering exclusive desserts, stylish photo moments, and limited-edition Barbie™ merchandise.
The world’s first WildBrain Garden — showcasing the whimsical worlds of WildBrain’s iconic Teletubbies and In the Night Garden and featuring merchandise for fans of all ages including collectibles, accessories, gifting and plush.
The world’s first Crayola Creativity Store — Here isn’t just a store. it’s a vibrant, activity-packed hub where kids and parents unleash creativity together through exciting programs and interactive fun. From DIY colorful food and beverages to doodle walls, every corner is designed to spark imagination and creativity. Stay tuned for even more amazing activities, creative dining, and exclusive merchandise coming soon!
Together, these concepts create a seamless entertainment, shopping, dining, and lifestyle experience for visitors during their stay in Zhongshan.
A Strategic Hub for the Greater Bay Area
Located on Ma’an Island in Zhongshan’s Cuiheng New District, Magic World is positioned at the heart of the Greater Bay Area, enjoying exceptional locational advantages and superior transport connectivity. As the anchor point of the Shenzhen-Zhongshan Link, Ma’an Island has rapidly emerged as a gateway for connectivity across the Greater Bay Area since the Link opening to traffic in 2025.
Thanks to its superior location, Magic World is conveniently accessible for both GBA residents and international travellers. Just 30 minutes to Shenzhen Qianhai through the Shenzhen-Zhongshan Link, From Hong Kong, Ma’an Island is approximately a one-hour ferry ride from the China-Hong Kong Ferry Terminal in Tsim Sha Tsui. From Macau and Zhuhai, the destination is approximately a 50-minute drive, With its strategic location near Hong Kong, Macau, Zhuhai, Shenzhen, and Zhongshan, Ma’an Island is well positioned as a natural bridgehead for tourism, business, and cultural exchange within the Greater Bay Area, with Magic World becoming an attractive option for short-haul leisure travel, family tourism, and cross-border visitation.
Senior Executives Express High Expectations
On the occasion of the grand debut of Magic World, leaders from all partner groups extended their warm congratulations and expressed great expectations for the project's future development.
Zhang Yanbin, Head of Shenye Wansheng, said: “We are honoured to witness the grand opening of Magic World. We sincerely thank Max-Matching Entertainments for bringing together so many world-class IPs and creating such a comprehensive destination that combines themed hotels, immersive attractions, and retail and dining experiences. The debut of Magic World represents the continuing commission of Shum Yip Group to bringing even more surprise and joy to families and guests across the Greater Bay Area, while injecting sustained vitality into the high-quality development of the regional economy.”
Able Lim, General Manager of Max-Matching Entertainments APAC, said: “We are thrilled to witness the realisation of Magic World here in the Greater Bay Area. Max-matching as the LBE licensee of dozens of global top IPs, this project is a true testament to the power of creativity, collaboration, and our shared passion for delivering unforgettable experiences for families and fans. Magic World is only the beginning. We are committed to bringing more unique, immersive, and joy-filled destinations like this to cities across China and Asia. The journey has just begun, and we will not stop here.”
Ivan Franco, Vice President of China & APAC Export Markets at Mattel, said: “We are thrilled to
launch the Mattel Play! FEC and the world's first Mattel multi-IP themed hotel in China, bringing iconic brands such as BarbieTM, Thomas & FriendsTM, Hot WheelsTM, and Fisher-PriceTM to life in new ways that delight fans and broaden the experience beyond the toy aisle through innovation.
Building on our continuous innovation and the deep connection with our brand fanbases, Mattel will expand cultural moments across live experiences in China.”
Natalie Chan, Head of Location-based Entertainment at Hasbro (APAC), said: “Created in collaboration with our partner Max-Matching Entertainments, Dreamland Powered by Hasbro brings fan-favourite brands like Transformers, My Little Pony, and Peppa Pig to life in an exciting new way beyond toys and screens. Hasbro is a leading games, IP, and toy company, whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. The most spectacular Optimus Prime in the FEC is the world's largest interactive Transformers mech, and the numerous innovative experiences on display underscore our firm commitment to the Chinese market.”
Craig Herman, Vice President of Brand Experiences & Publishing at Peanuts Worldwide, said: “We are excited to collaborate with Max-Matching Entertainments to bring the world’s first Peanuts FEC into China. This is not only a significant footprint for the beloved Peanuts brand, but also a testament to the great importance we place on the Chinese market. We look forward to bringing even more immersive, innovative, and joy-filled experiences to Chinese families and fans in the years ahead..”
Evi Sari, Vice President of Global Location-Based Entertainment at WildBrain CPLG, said: “We’re incredibly excited to bring Snoopy & Friends and WildBrain Garden to life in collaboration with Peanuts Worldwide and WildBrain through this landmark partnership with Max-Matching Entertainments. Together, we’re reimagining how fans and families engage with beloved brands like Peanuts, Teletubbies, and In the Night Garden delivering immersive, innovative experiences at scale. These projects mark significant milestones as we accelerate LBE expansion across China and the wider Asia Pacific region.”
Redefining Family Entertainment Across China and Asia
Backed by industry-leading expertise and strategic partnerships with some of the world’s most recognised entertainment brands, Magic World represents a new generation of immersive, IP-driven family destinations. The opening of Magic World in Zhongshan marks the first in a pipeline of innovative projects from Max-Matching Entertainments, designed to redefine family entertainment across China and Asia by combining global IP, themed hospitality, all-weather attractions, retail, dining, and regional tourism infrastructure.
Magic World is located at Block 1, No. 76 Future Avenue, Cuiheng New District, Zhongshan City, Guangdong Province, China